2013 is the end of the bull market in the golden decade. It is also the transit point for K Jin to accumulate strength and slowly start to occupy the gold jewelry market share.
After more than ten years of cultivation, K-gold has gradually become the mainstream group of K-gold consumption in the “post-80sâ€, “post-90s†and “after 00†consumer groups. Along with the ups and downs of gold prices between 2011 and 2015, when the gold and gold markets fell back due to the impact of gold prices, during the “Twelfth Five-Year Plan†period, K-Gold gradually became the young force in the gold jewelry market.
Occupy the market
Adding copper, zinc, nickel and other metals to gold, the alloy formed by fusion processing is K gold. K gold inherits the advantages of high brightness, good ductility and good plasticity. However, compared with gold, K gold has higher wear resistance and hardness, and it is easier to withstand the complicated process of “processingâ€; Different proportions of other metals, the synthesized K gold can be displayed in a variety of colors such as gold, rose, purple, white, etc. The variety of colors also makes K gold a part of fashion, these advantages have become K gold occupying the gold jewelry market. The focus of the effort.
The reporter of China Gold News once investigated the Chinese K gold market in 2014. Wang Fang, the owner of Huixin Yamei Jewelry Custom Shop on the third floor of Beijing Xiaoying Jewelry City, told reporters at the time that K gold has different styles. And color, can be matched with different styles of clothing, consumers can buy K gold jewelry according to matching needs. She introduced that in November of that year, more than 60 pieces of K-gold inlaid jewelry were customized for customers. According to the reporter's observation, K Jin also has a place in the jewelry counters in major shopping malls.
K gold's high hardness and wear resistance make it the main accessory for inlaid jewelry. It not only firmly holds the jade, but also has various styles, which can meet the diverse needs of consumers for the fashionable appearance of jewelry. Color can also satisfy the interpretation of fashion by jewelry designers.
According to one designer, 18K gold is one of the materials used in his jewelry design. Due to the rich and varied color of K gold, designers have more room to play in material matching and creative ideas.
An analyst in the jewelry industry said that the ultimate pursuit of gold purity is not conducive to the development of the gold jewelry industry. The development of the K gold market will help to bring into play the strengths of original design and bring more ever-changing products to consumers. To help the industry improve product design.
Moreover, the retail form of K gold is different from gold jewelry, which is almost a piece of price. For merchants, K gold is lower than gold, and the cost of materials is more cost-effective. Unlike the gold jewelry, the selling price is basically stable and will not be Fluctuations occur as the price of gold changes.
2013 is a turning point
At the 2013 CCTV “3?15†party, well-known companies in the industry were named, and the gold content of thousands of gold jewelry was less than 99.9%, which affected the market. In 2013, the price of gold fell into a cliff-like decline, and the investment value of gold was affected. After the aunt “grabbed the gold tideâ€, the thousand gold market suffered a “cold winter†in 2014, and K gold became a rising star, becoming a major jewelry enterprise with a focus on development. new business.
As early as 2003, the World Gold Council introduced and vigorously promoted the Italian K-gold18K gold jewelry series, and cooperated with jewelry companies such as Yuehao Jewelry and Starlight Jewelry to develop China's K gold market. Various jewelry companies have also launched their own K gold product line. According to the person in charge, the K-gold market feedback sales were stable. Under the vigorous promotion of the World Gold Council and its partner jewelry companies, K-Gold has gradually expanded its influence in the jewelry market and became synonymous with fashion.
From 2003 to 2013, it happened to be a ten-year bull market for gold. Consumers tend to use gold and thousands of gold jewelry to preserve or invest. Therefore, the K gold market has been squeezed by the gold and thousands of gold jewelry, and has been in a state of tepid. Wang Chunsheng, director of the National Quality Jewelry Supervision and Inspection Center, said in an interview with the China Gold News in 2014 that in the early 1990s, the 18K gold market experienced a short-lived boom, but with the development of the gold market and the emergence of investment gold bars. The market space of 18K gold has been further squeezed, and the proportion of K gold in the jewellery that is inspected by the National Jewelry Quality Supervision and Inspection Center every year has been very small.
This situation changed in 2014, and in 2013 it was the transit point.
After the 3-15 “Thousands of Golden Gates†incident in 2013, the market was significantly affected. At that time, retailers from multiple regions and multiple jewelry brands said that the sales volume of gold jewelry was lower than before.
Since the implementation of the 2000 version of GB11887, Qianzujin has officially become the national standard. There are thousands of gold jewellery on the market. With the golden bull market ten years of success, the high-purity Qianjinjin has become the mainstream product of the gold jewelry market. According to the report of China Gold Jewelry magazine, the total consumption of gold and jewellery products in mainland China in 2012 was about 500 billion yuan, of which gold jewelry accounted for about 70%, while the consumption of thousands of gold and gold jewelry accounted for gold jewelry. About 70% of the consumption, about 350 billion yuan.
After the “golden jewels†event in the gold jewellery market, it triggered the thinking of the industry: gold jewellery should not be the ultimate pursuit of purity, should consider the essence of returning jewelry. In an interview with China Gold News in 2014, Yang Mingxing, dean of the Jewelry College of China Jewelry University (Wuhan), said that the development of precious metal jewelry will go through the stage of pursuing the purity of materials to the pursuit of jewelry decoration. In the future, the more jewelry will be The more you satisfy the emotional needs of people.
In 2013, the price of gold fell into a cliff-like decline. Compared with the ten-year bull market, it has been in a low position. The aunt was stuck in the “golden tide†and the investment demand for high-purity gold jewelry was cold. Moreover, the profits of thousands of gold and gold are extremely thin, and the solder and solder joints in the production process are slightly different, which will affect its purity.
Under such a background, K gold, which is more reasonable in production cost, stylish in style and rich in color, has gradually become a profit point targeted by jewelry merchants.
Low K Jincheng business new favorite
In 2014, the industry set off a wave of K gold, and various jewellery merchants also launched K-gold products, positioning consumers in the youth group to open up the market and share a piece of cake.
In 2014, Chow Tai Fook began to promote 10K gold products under the CTF2 brand to cater to the consumption level of emerging consumer groups. Zheng Weisheng, general manager of Yuehao Jewelry K-gold, believes that Chow Tai Fook is doing a 10K gold product line and wants to tear a hole in the market through 10K gold products. "Because the leader of the terminal has set a banner for everyone, so many industry companies have begun to do K gold," he said.
At the beginning of 2015, Aidekang launched the 9K gold series, 9'sGOLD, to target and locate the “post-90s†consumer group.
Liu Mengyu, head of Aidekang 9'sGOLD product, said in the guest room of "China Gold Jewelry" in 2015 that Aidekang analyzed the market consumer groups and found that most of the buyers of low-K gold are 20 to 30 years old. The "post-90s" group, and Aidekang's entire 9'sGOLD project team are also young people, from designers, product packaging to planning teams, with an average age of 20 years.
The jewellery brand Malang Beilan also focuses on promoting 14K gold products, advocating "you buy not a single product, but the value embodied in the goods itself" concept, emphasizing the accessory culture, locking the consumer population at 18 to 35 Age group.
Although major jewellery merchants have launched different types of K gold products, 18K gold still dominates the K gold market. According to Zheng Weisheng, after the opening of the gold jewelry market, K-gold products have been in the market and have been developed for more than 20 years. Among them, the market share of 18K gold products accounts for more than 70% of the K-gold market.
The consumer support behind it is a new generation of consumer groups with “post-80sâ€, “post-90s†and “after 00â€. They pay more attention to fashion functions to gold jewellery and become the main consumer of K-gold jewelry.
According to the "2015 China Gold Jewelry Consumer Satisfaction Survey White Paper" data, with the "90s" and "after 00" gradually grow into one of the consumption power of the gold jewelry market, gold jewelry is not only a wedding consumption, on Tanabata, Christmas For the "small" festivals such as the festival and Valentine's Day, the consumption of gold jewellery has also risen in a straight line. The new generation of consumers have already made gold jewelry jewelry and gifts. The buying population of gold jewellery has been characterized by a younger age and fashion.
Wang Lixin, managing director of the World Gold Council China, said in an interview with the media that China's gold market is at a crossroads. When young consumer groups occupy the main consumer groups, the past consumption traditions and habits are facing challenges, requiring enterprises to face new Consumer groups study the pursuit of fashion and study how to face younger and more fashionable consumers.
After five years of development in the “Twelfth Five-Year Planâ€, in the context of the rise of the new generation of consumer groups and the search for change in the industry and the pursuit of more profits, K-Gold has gradually emerged and has a place to make the value of precious metal jewelry design and craftsmanship. It is even more prominent, promoting the classification of the Chinese jewelry industry category and developing towards the high value-added fashion industry and cultural industry.
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